Open Access
Research Article
Prominence of artificial intelligence-upholding customer loyalty via customer relationship management
Lilly Asokanlillyvictorious1@gmail.comPG and Research Department of Commerce St. Joseph’s College of Arts and Science (Autonomous) (Affiliated to Annamalai University)Department of Commerce St. Joseph’s College of Arts & Science (Autonomous) (Affiliated to Annamalai University)Cuddalore, Tamil Nadu, IndiaView full profile → , *Rajkumar RamachandranCorresponding author09rajkumarr@gmail.comPG and Research Department of Commerce St. Joseph’s College of Arts and Science (Autonomous) (Affiliated to Annamalai University)Department of Commerce St. Joseph’s College of Arts & Science (Autonomous) (Affiliated to Annamalai University)Cuddalore, Tamil Nadu, IndiaView full profile → , J. Vinoth Kumarvinothkumarj36@gmail.comPG and Research Department of Commerce St. Joseph’s College (Autonomous) (Affiliated to Bharathidasan University)Tiruchirappalli, Tamil Nadu, IndiaView full profile → , J. Lydialydia_ajohn@yahoo.co.inPG and Research Department of Commerce Bishop Heber College (Autonomous) (Affiliated to Bharathidasan University)Tiruchirappalli, Tamil Nadu, IndiaView full profile →
* Corresponding author · click or hover a name for details
- Received:
- 17 Oct 2023
- Published Online:
- 30 Nov 2024
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JIOS-1767
- Pages:
- 2129–2140
Abstract
In the last few decades, Artificial Intelligence (AI) has radically altered the way around the world people conceive, perform, and consume. To survive, any business must gain the loyalty and confidence of its customers. As cloud-based CRM structures have evolved into digital assistants, rudimentary data input tools are being replaced by cloud-based CRMs. Customer loyalty is eroding due to increased competition. A consistent satisfactory experience head towards customer loyalty, which means customers aspire one brand over another. In order to quench the customers’ prerequisites, the business should tailor their tactic to them by personalizing it. The opulence of data in this age needs to be optimized using AI-based CRMs with machine-based learning, to escalate customer relationships, loyalty and contentment. Loyal customers will ultimately be rewarded through the application of AI techniques designed to identify repeat customers’ journey and nurture relationships. This research paper illustrates the theoretical Background by pointing out how CRM can be integrated with AI to predict customer needs based on their buying habits and inspects CRM integration with AI to ensure customer loyalty.
Keywords
Subject Classifications
68T0568T2068T45
References
[1] S. Chatterjee, R. Chaudhuri, and D. Vrontis, “AI and Digitalization in Relationship Management: Impact of Adopting AI-Embedded CRM System,” Journal of Business Research, vol. 150, pp. 437–450 (2022). https://doi.org/10.1016/j.jbusres.2022.06.033.[2] Grand View Research, Inc., “Customer Relationship Management Market Size, Share & Trends Analysis Report By Solution, By Deployment (On-Premise, Cloud), By Enterprise Size, By End Use, By Region, and Segment Forecasts, 2022—2030,” GII, Feb. 7, 2022. https://www.giiresearch.com/report/grvi1058012-customer-relationship-management-market-size-share.html.[3] J. Mottl, “PwC Leader: Why Retailers Must Balance Digital-Driven Experiences with Human-Led Interaction,” Retail Customer Experience, Oct. 19, 2022. https://www.retailcustomerexperience.com/articles/pwc-leader-why-retailers-must-balance-digitaldriven-experiences-with-human-led-interaction/.[4] F. Li and G. Xu, “AI-Driven Customer Relationship Management for Sustainable Enterprise Performance,” Sustainable Energy Technologies and Assessments, vol. 52, p. 102103 (2022). https://doi.org/10.1016/j.seta.2022.102103.[5] A. Lilly, R. Rajkumar, and R. Amudha, “Aggrandizing the Human Resource Development with Underpinning Artificial Intelligence,” Journal of Statistics and Management Systems, vol. 25, no. 5, pp. 1083–1094 (2022). https://doi.org/10.1080/09720510.2022.2040859.[6] A. Lilly, R. Rajkumar, J. Vinoth Kumar, and J. Lydia, “Appendage of Artificial Intelligence in the Sphere of Refurbishing Human Capital Management,” Journal of Statistics and Management Systems, vol. 26, no. 4, pp. 975–986 (2023). https://doi.org/10.47974/JSMS-1115.[7] E. Monod, R. Lissillour, A. Köster, and Q. Jiayin, “Does AI Control or Support? Power Shifts After AI System Implementation in Customer Relationship Management,” Journal of Decision Systems, vol. 0, no. 0, pp. 1–24 (2022). https://doi.org/10.1080/12460125.2022.2066051.[8] N. Y. Duodu and W. Patel, “Advanced EHR System in Homes-in-Schools’ Automation Using Internet of Things and Machine Learning,” Journal of Information and Optimization Sciences, vol. 43, no. 8, pp. 1953–1962 (2022). https://doi.org/10.1080/02522667.2022.2094079.[9] N. S. Natrajan, S. K. Singh, and R. Sanjeev, “Fostering CRM Through Artificial Intelligence,” in Adoption and Implementation of AI in Customer Relationship Management. IGI Global (2022). https://doi.org/10.4018/978-1-7998-7959-6.ch005.[10] M. Purkayastha and C. S. Mazumdar, “Influence of Customer Physical Resource on Customer Loyalty: A Mediation Study,” Journal of Information and Optimization Sciences, vol. 44, no. 8, pp. 1741–1763 (2023). https://doi.org/10.47974/JIOS-1489.[11] R. Rajkumar, N. Kogila, S. Rajesh, and A. Rucksar Begum, “Intelligent System for Fraud Detection in Online Banking Using Improved Particle Swarm Optimization and Support Vector Machine,” in 2023 8th International Conference on Communication and Electronics Systems (ICCES), Coimbatore, India, pp. 644-649 (2023). https://doi.org/10.1109/ICCES57224.2023.10192690.[12] R. Rajkumar, N. Kogila, C. Srinivasan, “The Supremacy of Artificial Intelligence in Moulding Entrepreneurship in Technological Era,” South India Journal of Social Sciences, vol. XXI, no. 28, pp. 153–156, Jan.–Jun. (2023).[13] A. Rucksar Begum, R. Rajkumar, and R. Amudha, “Transformation Aeon: Artificial Intelligence Powered Banking,” Indian Journal of Computer Science, vol. 6, no. 3–4, pp. 27–34 (2021). https://doi.org/10.17010/ijcs/2021/v6/i3-4/165409.[14] A. Rucksar Begum, R. Amudha, and R. Rajkumar, “A Slant of Employee Engagement: Drivers that Augment Work Involvement and Foster Discretionary Work Efforts,” Natural Volatiles & Essential Oils, vol. 8, no. 4, pp. 14811–14822 (2021).[15] Stefanini Group, “How to Use AI to Enhance Customer Loyalty for Faster Business Growth,” Feb. 3 (2022). https://stefanini.com/en/insights/articles/how-to-use-ai-enhance-customer-loyalty-for-faster-business-growt.[16] N. K. Turaga, M. R. P. Kumar, P. Kumar, K. Jagadeswari, and M. N. Rekha Priya, “Factors Influencing Customer Loyalty & Patronage in Online Food Delivery Services (OFDS),” Journal of Statistics and Management Systems, vol. 26, no. 7, pp. 1643–1653 (2023). https://doi.org/10.47974/JSMS-1130.
Views: 233Downloads: 7Citations: 0
